While UF’s CJC is nationally recognized for its academic excellence, on Instagram, UF’s CJC Division of Graduate Studies & Research fell short on this standard. As a result, student Natalia Mojica helped reconstruct its online presence. To do this, an online campaign targeted at growing audience reach was launched during the Spring Semester of 2020. With the campaign’s content calendar, based on an innovative brand voice and the client’s goals, the Division aimed to grow and optimize its reach among students. https://www.instagram.com/ufcjcgrad/